OUR SONG GOES ON TOUR
The song selected turned out so well and rang so true, that the group incorporated it into their subsequent concert dates after the commercial production. The collaboration continued with the development of promotional materials for the group’s “Kindred the Family Reunion” and “Celebrity Softball Game” as well as drop cards and t-shirt giveaways for their summer performances, including the prestigious Essence Festival in New Orleans.
Consumer reaction across all social media platforms was overwhelmingly supportive. The spot and branded content generated millions of impressions from views, posts and shares. Testing against the target further confirmed that it takes more than casting to create true relevance and emotional engagement with a brand, it also takes cultural and executional insights.